Meissen weaves new route with move into couture

Porcelain brand to launch creations at Milan Fashion Week this autumn.

Luxury porcelain and fine jewellery brand Meissen has announced plans to launch a couture line as it expands its portfolio of products.

The brand announced the news at BaselWorld this week, where it also showcased its first ever bridal jewellery collection, worn in its new campaign by Portuguese-British model Sharam Diniz.

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Meissen’s new couture collection will be launched a Milan Fashion Week this autumn. It has been created by German designer Frida Weyer, known for her haute couture creations, and will be produced under the Meissen Italia sub-brand, which incorporates the company’s jewellery and accessories such as scarves and pens.

The couture line will feature three collections – bridal, cocktail and evening wear – with new creations set to be launched twice a year.

Meissen’s chief executive Christian Kurtzke said: "Meissen’s focus is not fashion, but art. That is why in the Meissen Group, we are focussing on couture where precious materials, elaborate craftsmanship, and creativity merge.

"We have taken notice of Frida Weyer’s creations in recent years, and find that her high standards and creative skills are perfect match for our brand. Already in the 18th century, porcelain and haute couture were inextricably linked at Meissen. For example, Meissen dipped real fabric into raw porcelain mass to dress its porcelain figurines."

The brand also used its BaselWorld appearance to showcase its new, accessible fine jewellery collection My Little Mystery, made using coloured porcelain and quartz, with diamonds set below the faceted quartz surface. The range has RRPs from £1,695.

Meissen said it is now considering expansion into new markets, including the US, and has secured a distributor for the Middle East. In January this year the company announced that Fiona Milne has been hired to head up and drive forward its UK distribution and service.



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